Web Banner Influences on Recall and Recognition: A Neuromarketing Perspective

Purpose: The purpose of this study was to examine web banner influences on memory. Methodology: Participants had to complete a questionnaire before a facial detection test with fixed and dynamic web banners started. Thirty one people were grouped into a fixed or dynamic web banner condition. Afterwards they had to complete a questionnaire about personal preferences before they were instructed to look at a screen that displayed web banners while a facial detection device measured facial expressions. After the web banner display, a yes/no recognition task and recall test followed. Findings: A significant difference between the two banner types for recall was found. Against predictions, negative and positive valence did not significantly influence recall and recognition performance. Friend recommendations and brand familiarity had a significant influence on recall. Practical Implications: As dynamic web banner are better recalled, they should be used when targeting consumers who have to make fast decisions between low involvement products as those banners increase the likelihood that a certain brand gets to the top of the mind. Moreover, marketing departments and agencies should mainly penetrate relevant internet channels to increase brand familiarity of people who did not get in touch with a certain brand.